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Ospreys appoint PumpJack Dataworks to lead data transformation

Dan Evans of Ospreys scores during Heineken Champions Cup Round 5 match against Saracens on January 11, 202 (Photo by Athena Pictures/Getty Images)

Welsh Pro14 rugby union club Ospreys has appointed PumpJack Dataworks to drive its data-based engagement and commercial programmes.

The deal follows the acquisition of 75.1 per cent of Ospreys by sports marketing company Y11 Sports and Media which believes harnessing data around fan engagement and commercial transactions is central to its commercial transformation.

The relationship with PumpJack Dataworks will focus on improving the fan experience, providing a platform for innovative rights deals and developing new revenue generating models.

PumpJack Dataworks, which is headquartered in the United States, provides bespoke software to extract and refine first-, second- and third-party data sources and optimise it for teams, leagues and federations to generate revenue streams.

The appointment is indicative of the determination of Osprey’s new ownership group to transform the club’s brand, reach and commercial offer.

Paul Whapham, Ospreys corporate brand director said: “Bringing in technology firms like PumpJack is critical for us to be able to both innovate the commercial model of the club, deliver new and better experiences for our core local fans and to continue to build paths to extend our club’s reach internationally. We are excited to deliver new data driven initiatives for our fans and our commercial partners.”

Pumpjack Dataworks was recently hired by World Table Tennis, the new commercial arm of the International Table Tennis Federation, to help it improve table tennis’ fan engagement, chiefly through the delivery of personalised digital content offered to fans based on their location, interests and favourite players.